Noah Lim. Marketing Department Tel: Wisconsin School of Business Fax:

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1 Noah Lim Marketing Department Tel: Wisconsin School of Business Fax: University of Wisconsin-Madison 975 University Avenue Madison, WI Education The Wharton School, University of Pennsylvania Ph.D. in Marketing, 2005 M.S. in Marketing, 2003 National University of Singapore B.Soc.Sci.(Hons.) in Economics, First-Class Honors, 1999 B.A. in Economics and Political Science, 1998 Academic Positions Associate Professor of Marketing (with tenure), 2011-present Assistant Professor of Marketing, Assistant Professor of Marketing, Academic and Research Awards Finalist, William F. O Dell Award, 2011 Marketing Science Institute Young Scholar, 2009 Bauer Faculty Fellowship, Jerome Robinson Faculty Fellowship, Melcher Faculty Award for Excellence in Research, 2007 Wharton School Doctoral Fellowship, Monetary Authority of Singapore Book Prize, 1999 Sakura Bank Scholarship, 1998 Singapore Economic Review Book Prize, 1998 Wee Kheng Chiang Memorial Scholarship, 1998 NTUC Income Book Prize, 1997 Special Book Prize in Political Science, 1997 Wee Mon Cheng Bronze Medal, 1997 Dean s List, Research Interests Behavioral Economics, Experimental Economics, Sales Management, Pricing, Channels Research Grants University of Wisconsin-Madison Graduate School Research Grant, Institute for the Study of Business Markets (ISBM) Grant No.0608, 2006

2 Research Publications (+denotes equal authorship) +Lim, Noah and Sung Ham (2013), Relationship Organization and Price Delegation: An Experimental Study, Management Science, forthcoming. Chen, Hua and Noah Lim (2013), Should Managers Use Team-Based Contests? Management Science, forthcoming. Goldfarb, Avi, Teck-Hua Ho, Wilfred Amaldoss, Alexander Brown, Yan Chen, Tony Cui, Alberto Galasso, Tanjim Hossain, Ming Hsu, Noah Lim, Mo Xiao and Botao Yang (2012), Behavioral Models of Managerial Decision-Making, Marketing Letters, 23 (2), Chen, Hua, Sung Ham and Noah Lim (2011), Designing Asymmetric Multi-person Tournaments: An Experimental Study, Management Science, 57(5), Ho, Teck-Hua, Noah Lim and Tony Cui (2010), Reference-Dependence in Multi- Location Newsvendor Models: A Structural Analysis, Management Science, 56 (11), Lim, Noah (2010), Social Loss Aversion and Optimal Contest Design, Journal of Marketing Research, 47 (4), Lim, Noah, Michael Ahearne and Sung Ham (2009), Designing Sales Contests: Does the Prize Structure Matter? Journal of Marketing Research, 46 (3), Amaldoss, Wilfred, Teck-Hua Ho, Aradhna Krishna, Kay-Yut Chen, Preyas Desai, Ganesh Iyer, Sanjay Jain, Noah Lim, John Morgan, Ryan Oprea and Joydeep Srivastava (2008), Experiments of Strategic Choice and Markets, Marketing Letters, 19 (3), Lim, Noah and Teck-Hua Ho (2007), Designing Price Contracts for Boundedly Rational Customers: Does the Number of Blocks Matter? Marketing Science, 26 (3), Ho, Teck-Hua, Noah Lim and Colin F. Camerer (2006), How Psychological Should Marketing Models Be? Journal of Marketing Research, 43 (3), [Rejoinder article] Ho, Teck-Hua, Noah Lim and Colin F. Camerer (2006), Modeling the Psychology of Consumers and Firms Using Behavioral Economics, Journal of Marketing Research, 43 (3), [Lead & discussion article. Finalist for the 2011 William F. O Dell Award] Research Papers Lim, Noah and Hua Chen (2013), When Do Group Incentives for Salespeople Work? (revision invited at Journal of Marketing Research) Wu, Jiabin and Noah Lim (2013), Indirect Higher Order Beliefs and Cooperation: An Experimental Study (preparing for submission to Games and Economic Behavior) Pazgal, Amit and Noah Lim (2013), Competitive Sales Force Allocation: A Theoretical and Experimental Analysis (preparing for submission to Marketing Science) Ham, Sung, Noah Lim and Jiabin Wu (2013), Firm Monitoring and Commitment (preparing for submission to Journal of Marketing Research)

3 Teaching Interests Marketing Management, Marketing Strategy, Pricing & Revenue Model Design, Sales Management, Product Management Teaching Awards Student Faculty Board Business Award of Excellence, UW-Madison, 2013 Mu Kappa Tau (MKT) Outstanding Educator Award, UW-Madison, 2012, 2013 University Housing Honored Instructor Award, UW-Madison, 2011 Finalist, Student Faculty Board Business Award of Excellence, UW-Madison, 2011 Melcher Faculty Award for Excellence in Teaching, University of Houston, 2009 Penn Prize for Excellence in Teaching by Graduate Students, University of Pennsylvania, 2003 Teaching Experience Marketing Management, Undergraduate Core, 2011, Spring 2013 Duties include giving lectures in the undergraduate core marketing class of 500+ students and supervising 6 TAs across 18 discussion sections Instructor Ratings (1-5, 5 best): 4.78 Marketing Models, PhD Seminar, Spring 2013 Pricing Strategy, Undergraduate and MBA Elective, Instructor Ratings (1-5, 5 best): 4.83 (Undergrad), 4.82 (MBA) The Wharton School, University of Pennsylvania Introduction to Marketing Strategy, Undergraduate Core (Recitations), Instructor Ratings (0-4, 4 best): 3.91 Doctoral Dissertation Committees Lin Boldt, 2013, Member Hua Chen, 2012, Advisor Sung Ham, 2009, Member Professional Service Associate Editor for: Customer Needs and Solutions Reviewer for: Journal of Behavioral Decision Making Journal of Marketing Research Management Science

4 Manufacturing and Services Operations Management Marketing Letters Marketing Science MIS Quarterly Production and Operations Management MSI Alden Clayton Dissertation Proposal Award Social Sciences and Humanities Research Council of Canada Service Awards Distinguished Service Award, Management Science, 2012, 2013 Meritorious Service Award, Management Science, 2009, 2011 University, School and Departmental Service Member, Academic Policy Committee, AC Nielsen and Brand Centers, 2013-present Member, WSoB Behavioral Lab Advisory Board, 2012-present Chair, Marketing Department PhD Committee, Member, WSoB PhD and Research Committee, Member, WSoB BBA Admissions Committee, College Representative, Faculty Senate Assistant Professor Forum, 2010 Member, Bauer College Graduate Admissions Committee, Member, Bauer College Scholarships Committee, 2007 Chair, Marketing Department Speaker Series Committee, Member, Marketing Department PhD Admissions Committee, Faculty Advisor, Marketing Department 27 th Annual Doctoral Symposium, 2009 Invited Talks University of Texas-Dallas, Jindal School of Management, Fall 2013 Carnegie Mellon University, Tepper School of Business, Spring 2013 Emory University, Goizueta Business School, Spring 2013 Columbia University, Columbia Business School, Fall 2012 Northwestern University, Kellogg School of Management, Spring 2012 MIT, Sloan School of Management, Spring 2012 UCLA, Anderson School of Management, Spring 2012 University of Western Ontario, Ivey School of Business, Fall 2010 Duke University, Fuqua School of Business, Fall 2010 Brigham Young University, Marriott School of Management, Spring 2010 University of Southern California, Marshall School of Business, Spring 2010 Johns Hopkins University, Carey Business School, Fall 2009 University of Wisconsin-Madison, Wisconsin School of Business, Fall 2009 Rice University, Jones School of Management, Fall 2008 Yale University, School of Management, Fall 2008 University of Texas-Dallas, Negotiations Center, Spring 2007

5 Conference Activities Relationship Organization and Price Delegation INFORMS Marketing Science Conference, Boston MA, 2012 Faculty Representative, Haring Symposium, Bloomington IN, 2011 Modeling the Psychology of B2B Relationships (Session Chair) INFORMS Annual Meeting, Austin TX, 2010 Are Group Incentives Effective? Evidence from the Lab and Field Eighth Triennial Invitational Choice Symposium, Key Largo FL, 2010 Social Loss Aversion and Optimal Contest Design INFORMS Annual Meeting, San Diego CA, 2009 Sales Management: A Behavioral and Experimental Economics Approach Marketing Science Institute (MSI) Young Scholars Conference, Park City UT, 2009 Does the Proportion of Winners in Contests Matter? (Session Chair) INFORMS Marketing Science Conference, Vancouver BC, 2008 Designing Sales Contests: Does the Prize Structure Matter? Seventh Triennial Invitational Choice Symposium, Philadelphia, PA, 2007 INFORMS Marketing Science Conference, Singapore, 2007 Does the Number of Blocks in Quantity Discounts Matter? INFORMS Marketing Science Conference, Rotterdam, The Netherlands, 2004 Price-Matching Competition with Store-Switching INFORMS Marketing Science Conference, College Park MD, 2003 Other Interests Pianoforte: Licentiate Diplomas in Piano Performance from Royal Schools of Music (LRSM) 1995 Guildhall School of Music and Drama (LGSM) 1994 London College of Music (LLCM) 1994 Trinity College London (LTCL) 1993